"If you hate selling and are currently looking for a better way to attract your dream customer, then this may be the most important message you have ever read."
Hey there, Ben here.
If you're anything like me, you hate the way selling makes you feel, but you know that sales are the lifeblood of every for-profit business.
You see, I used to be one of those door to door sales guys. Yes I was the one who came to your house when you did not want to be bothered, and got you to buy something you originally had no intention of buying.
We used all sorts of manipulative tactics and to be honest, it all rubbed me the wrong way. Even though I was very successful at selling, I hated the way we were taught to do it.
I began looking for a better way.
And boy did I find it...
The answer is one word: Copywriting.
Copywriting is writing words that cause your customers to take action. Usually that means buy.
You see, in my effort to become the best salesmen I could be, I started reading every sales and marketing book I could find.
Hundreds of books later, I came across one that literally changed my life.
The book was No B.S Direct Marketing by Dan Kennedy.
Dan is a grumpy old guy who is notorious for not using the internet. The only way you can get a hold of him is by fax.
He is also responsible for making more people millionaires than any of the popular guru's out there.
In fact, most of those guru's credit Dan for their current fame and fortune. If you want him to write a sales letter for you, it will only cost you 100 grand with a 15% royalty on the backend ( which usually ends up making him MUCH more than his up front fee).
But that's not the point here,
The point is this- reading that book led me down the path of direct marketing and direct response copywriting.
It wasn't too long ago I had absolutely NO idea they even existed.
I thought copywriting was all about your intellectual property on your products, or something like that. (it's not)
What I found was...
Copywriting is actually a way to multiply yourself as a salesmen.
It's all about writing words that get people to take action which is usually "buy my stuff". But it is SO much more than that.
A good copywriter channels the desires of the masses into their product.
A great copywriter has intimate knowledge of the markets fears, frustrations, dreams, and desires, and speaks to the heart of the target customer in a believable and human way.
The best copywriters know one dirty secret...
Real salesmanship has NO regard for price.
Writing an effective sales message is by far the best way to position you or your business as having the best product, letting you sell it for more than your competitors, and have your best prospects come to YOU.
That's what makes it so much better than cold calling people.
The late great Gary Halbert said: " All problems can be solved by a good sales letter".
Beyond a terminal illness like cancer, I truly believe that.
Now just imagine you had a machine where you could put in a dollar, and receive between 3 to 12 dollars back or more.
If there was no limit to how many times you could do it, how many times would you put in that dollar?
My guess is you would put as many dollars into that machine as possible. I would bet that you would go and borrow as much money as you could to put into this machine.
Let's also say this dependable mystery machine could completely run on autopilot.
You could program it to spit out money 24/7 while you sat on the beach drinking cold ones. All you have to do is take that money to the bank, and spend it on useless frivolities, like a diamond plated Lamborghini.
How much would you pay for that machine? $1000? $10,000?
How about your life savings?
Well guess what? I'm happy to tell you that machine is a very real thing and copywriting is the electricity that makes it run.
You could say that I build those machines now, which is pretty funny because I went to school for mechanical engineering to build real machines.
Anyway, in real life the machine I described is actually a marketing funnel. The dollar you put in is for advertising. The money you get back is from your customers.
I learned that If you don't have a reliable way to pay for new customers, you DON'T have a business. You have an expensive hobby.
On the very basic level, this starts with creating compelling messages that get your target customer to respond and ultimately buy. This can be in any medium, I don't care. The selling is the same. It doesn't matter if it's in mail, radio, TV, newspapers, magazines, webinars, blogs, VSL's, Advertorials, Social Media, email, you name it.
Here's the real truth about selling: it is a scientific, mechanical process.
Humans are very different, but certain factors cause us to respond in a predictable way. There is a certain order and structure to persuasion that will let you sell your services in a very effective, non sleazy way.
If you don't understand them however, you will always be left wondering where your next sale will come from.
I want to take all of the guesswork out of your sales and marketing funnel. I know how much it sucks to go out prospecting, and if you're a small business owner, you have better things to do than chase customers all day long.
I've spent a lot of time, money, and energy studying all of the greatest marketers, ad men, and copywriters throughout history.
People like Claude Hopkins, David Ogilvy, Eugene Schwartz, Robert Collier, Gary Halbert, Dan Kennedy, Gary Bencivenga, John Caples, and Victor Schwab just to name a few.
What I found is this...
Each and every one began their careers in door to door sales or cold calling.
They didn't have fancy degrees in marketing or communications and they're not English majors.
Hell, most university programs don't even mention copywriting.
Claude Hopkins was asked what he thought about the books universities were using to teach people advertising, and he had only two words:
What these people really had was a DEEP understanding of human nature and consumer behaviour. They knew what makes people tick and more importantly, what makes them buy. They had the kind of knowledge that cannot be acquired through any book, but only in the school of life.
Their work was not graded on creativity.
Their work was graded by the bottom line: making the cash register ring.
So now that you understand where I'm coming from and have a better idea of what I can do for you, maybe you're thinking that you want to work with me.
If you do, please read on.
Here's the type of client I want to work with.
I prefer to work with entrepreneurs in small to mid sized businesses. If you have a list of customers already even better.
I take a lot of pride in knowing that my work has a real impact in your business.
I also like people who aren't afraid of trying something new and aren't constricted by layers of bureaucracy in their business, in other words, I want to work with people who are capable of making a decision and acting on it.
I want to work with someone who isn't afraid to be different than all of their competition.
The first thing I need is for you need to clearly state your objectives/goals for the piece of copy you need written.
Is it for sales? Is it for lead generation? Are you trying to launch a product and need to build hype for it? Craft a personal storyline to attract your ideal customers? Get votes? Get a date? Convert people to your cult?
Influence society to stop playing Pokémon go through a massive propaganda campaign?
I'm open to anything.
Just let me know.
You should also be available within 24 hours for any questions, and for best results you will provide:
A complete briefing of your target market, your product/service, industry, your conversion goals, sales process, deadlines, and any previous marketing materials you have created which will help me do the best job I can.
I prefer working with clients who know that hiring a good copywriter is an investment in their business.
You see, hiring a good copywriter isn't expensive, it's actually completely FREE.
Yes you heard right!
Remember those people who pay Dan Kennedy $100,000 plus 15% royalties to write a sales letter? They are THRILLED at the chance to do so.
They can't pay him fast enough!
Because like anything else, it is all about your return on investment. A good copywriter pays for himself many times over by creating an income producing asset for your business.
Trust me, if you're smart you want to be paying your copywriter huge commissions and royalties because that means your business is booming.
Also understand that it takes time to come up with an amazing sales message. Most of the work involved is research and testing. A big mistake most people make is expecting their copywriter to come up with a home run in only a few days.
With that said, here's my rule for how I price my services.
My work comes in Good, Fast, or Cheap. You can only pick two however.
If you want it good and fast, it wont be cheap.
If you want it cheap and good, it wont be fast.
and so on.
Last point-this ain't Mad Men. I don't write jingles or slogans for businesses. I'm not going to come up with a hilarious old spice commercial (even though I could).
And pretty please: DON'T start talking to me about building your brand either.
"Brand" is a dirty, nasty word to me and here's why: Building your brand is something advertising agencies will sell you on so they can charge you a fat fee for "image building" advertisements.
It all sounds good except that they have absolutely ZERO way of tracking results. If you have very deep pockets, then by all means go for it. More power to you.
The thing is, as a small business owner, you absolutely cannot afford to waste your valuable money on brand building or "getting your name out there".
There is a much better system that has been proven to work in any business.
The reason direct marketing is so effective is that you know the exact return on investment of every message you send out to your market.
Its directly measurable. You can hold it ruthlessly accountable like every other aspect of your business.
And most importantly...It simply works.
So If you're the kind of person who values real world results, I want to work with you.
Email me at Ben(@)benbyrnemedia.com and we can hop on skype to have a little chat about your business. Then I can determine if my services would be a good fit for you.
If I can't help you out, I will be able to direct you to someone who can.
PS. I'm not greedy, I want to earn every dollar I make for you and not a penny more.
And finally remember, the purpose of good copywriting is NOT for someone to think of how well written your message was, or how funny it was.
The purpose of good copywriting is strictly for them to take the action you want them to take.